| Summary: | 碩士 === 大葉大學 === 運動事業管理學系 === 94 === ABSTRACT
The main objective of this study is to discuss Sinon Bulls fans’ level of involvement to understand the factors affecting their support in the team and their satisfaction in the marketing strategies of the team. This study also compared different background variables to determine their effects on the fans’ level of involvement, factors of support, and satisfaction on the marketing strategies of the team. This study adopted “Sports Involvement Questionnaire”, “Scale for the Factors of Support in Sinon Bulls”, and “Fans’ Satisfaction Scale” as research tools. A total of 560 subjects were randomly selected from fans attending the Sinon Bulls’ game for on-site questionnaire survey. There were 527 valid questionnaires, and the valid return rate was 94.11%. The data were analyzed with independent t-test, one-way ANOVA, and chi-square test. The results are as the following:
1. The fans of Sinon Bulls are mostly males (66.98%), 18-35 years old (61.70%), with college education (60.53%), students (57.31%), and with income of NT$23250 or less (54.46%).
2. The fans of Sinon Bulls are mostly involved in the sports as light consumer (1-10 games) (65.28%).
3. In terms of the level of involvement, the fans of Sinon Bulls with different background variables showed significant difference only in “average monthly income”.
4. In terms of the factors of support, the fans of Sinon Bulls with different background variables showed significant difference only in “age” and “education background”.
5. In terms of the satisfaction on marketing strategies, the fans of Sinon Bulls with different background variables showed significant difference only in “age” and “education background”.
6. In terms of the factors of support, the fans of Sinon Bulls different levels of involvement showed significant difference only in “admirable characteristics and achievements”.
7. In terms of the satisfaction in marketing strategies, the fans of Sinon Bulls different levels of involvement showed no significant difference.
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